Along with hundreds of other filmmakers, I had my film, Night Before the Wedding rejected by the SXSW Film Festival today. Now I will do my best to put some of my thoughts and feelings into words and provide you my immediate reactions. I can say that the rejection letter is very well written. The best I have received from any festival that has not accepted my work. The letter included the hard numbers; that they received 3500 submissions this year and accepted 110 Feature Films.
I am certainly disheartened by the rejection letter. This festival meant more to me because it was one that I targeted before I even shot NBTW. I wasn't even sure if I could make the deadline. I ended up submitting a 'work in progress' a few days before the final deadline. It is the only festival I have submitted to thus far, but that will soon change. I believe my film measures up very well with films that I have seen emerge from SXSW in the past years. As I think about that, what crosses my mind is...did anyone from the festival actually watch my film? Did they watch more than 20 minutes? I will probably never have these answers, so I will move on.
When I really examine my feelings right now, I can tell you what stings the most. I am looking to prove that I can produce work that is welcomed and embraced by the Top 10 Film Festivals. This is a level of achievement I have yet to reach so this kind of validation is important to me. The SXSW rejection is one opportunity erased, similar to losing a million dollar case on Deal or No Deal. And it leaves me with the question, can I still reach my end goal?
Why does this rejection matter? One reason is that this is one of the premiere indie film festivals in the U.S. Another reason is that I have not been to Austin, TX and I would love to make the trip. The audience at this festival craves independent cinema and they flock to screenings. How amazing it would be to experience that as a participating filmmaker. I will stop there. I am sure you could fill in more reasons that we are all familiar with. There is something that has been on my mind for the past couple of weeks regarding these festivals...'Branding.' You see, I don't just think about filmmaking, I think about marketing and getting others to become interested in seeing the films that I make.
One of the main things that sucks about not being accepted into SXSW is losing the branding of a top tier festival. Let me explain. I will start with an example of a film I watched a few nights ago, Baghead by the Duplass Brothers. Here is the movie trailer for the film http://www.youtube.com/watch?v=1yBbm_nDKS0 When you watch this trailer what is one of the first things you see? The story is quickly set up with a voiceover and some opening images and then...you see the laurels and the words, "Official Selection Sundance Film Festival" In the independent world, Sundance is the KING for branding. It garners immediate interest from all around the globe. From there the trailer is followed up with more footage and quotes from various indie news outlets including indieWIRE and Film Threat. The quotes are nice but honestly, after the Sundance laurels, you can pretty much show anything you want and those who follow independent film are going to be interested. It is the ultimate stamp of approval.
What if you don't have that Approval/Acceptance? What can you do to create that kind of branding to sell your film? Of course there are other festivals out there, but is being accepted into the "Binghampton Film Festival" really making anyone stand up and take notice? To some degree it might cheapen your film. People think to themselves, "What the hell is the Binghampton Film Festival? (I made it up) Never heard of it. Film is probably trash." And once people are thinking that, it is extremely difficult generate buzz and get people to see your film. For me that's the bottom line. More than getting into any one film festival, my aim is to get people interested in my film and be willing to pay to see it.
What makes distribution in the independent world so difficult is that the top tier festivals are so competitive that only a handful of films receive the sought after branding. Indie films are a much tougher sell without this branding. This is the power that Film Festivals currently have. They have the branding power. This is what I have been thinking about, how do I recreate that kind of branding power towards my film, just in case it isn't endorsed by the festival gatekeepers of the Top Festivals?
What can you do? What can I do? What can we do? Let's create a dialogue together. Share any ideas you may have and I will share my thoughts.
Getting rejected stings, but it doesn't mean that I will not strike back.